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. so i think it's important. so doesn't surprise a lot of people have focused their time and energy on the charitable sector. but i think my book differs from those that have come before is really trying to understand how charities need to be more effective. and the market pressures and what needs to change in order for us to have the charitable sector that we all want. >> host: great. i definitely think that your ability to articulate the problem and to face the problem that we face, the enormity of it and the serious nature of it is exceptional and it doesn't differentiate from some of these other books. you start early often about discussing the american red cross, and i think doing a good job of dissecting some this is problems that they face. you make the following statement. you say, when even the highest revenue charity, by the way around 3 billion a year, in the country is bound together by rubber bands and to date, it is a sign of profound misunderstanding of how to build effective charities. so the question that i have for you as i read that is, if the american red cross i
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